Technology is shrinking and so is the average attention span
At this year’s NewCo San Francisco, a mash-up of an open studio tour and a business conference, FORA.tv’s CEO Blaise Zerega described some of the exciting trends in online video: deep branding, going viral, and instant sharing. One of the big questions organizers will ask over an over, he said, was: What’s the ideal length of an online video? Do shorter videos get the most views?
“It’s like saying what’s the ideal length for a poem, a letter, or a movie,” Blaise said. “We know shorter generates more views, but it can’t be so short it lacks substance.”
The power of going micro: Blaise’s original talk at NewCo was over 30 minutes. Here’s a one minute excerpt.
On Medium–What’s the Ideal Length for Online Video?—Blaise writes that our attention spans have followed the evolution of our devices: films (90 minutes), TV sitcoms ( 22 minutes), and TED talks (18 minutes). It looks like mobile video, quick-editing with SnappyTV, and apps like Vine (6 seconds!) are redefining length again. On the flip side, connected TVs and the binge-watching phenomenon are proving there’s still real value in the lean-back experience.
Blaise’s simple answer? Make every minute matter.